In the fast-paced world of digital marketing, staying ahead of the curve means paying attention to trends that shape consumer behaviour.

Pornhub's 2023 Year in Review offers a unique lens into pop culture, revealing insights that extend far beyond its adult content roots. So, like we did last year we’re diving into this data.

No matter if you agree or disagree, if you’re seeking to understand and connect with younger audiences especially Gen Z consumers, you need to know what and how they’re spending their time and also who they’re influenced by.

TikTok and OnlyFans

The rise of TikTok has been massive, and its influence extends beyond viral dance challenges. Gen Z, the driving force behind this platform, has shown a particular interest in diverse forms of content. The platform has opened the doors to the BTS of OF Creators and Webcam girls. Usually with cleverly crafted content that “implies 😉” what they do behind closed doors, or should we say paywalls. Not only that, Cosplay characters and dressing like them is BIG on the platform, for example: #Sexycosplay has 47.1M views and with #Cosplay having 221.8B views.

The impact of this is clearly seen on platforms like TikTok. The Year in Review reveals a staggering 146% increase in searches related to Cosplay, with Hentai and interactive content following closely at 94% and 90%, respectively.

The connection becomes clear – Gen Z spends considerable time on TikTok, engaging with creators who produce content in these niches. Platforms like OnlyFans contribute to this phenomenon, providing 24/7 access to creators and fostering a sense of connection between them and their audience.

We know this, as we work with OnlyFans creator Rebecca Goodwin, the undeniable impact of creators on Gen Z becomes apparent.

Fiction meets reality: Movies, Characters, and Parodies

The cultural impact of movies and iconic characters is crossing traditional boundaries. The Year in Review supports this, the growing interest in parodies and cosplay content is massive, with Star Wars emerging as the most searched movie, closely followed by the character Harley Quinn and the Game of Thrones franchise.

This interplay between fiction and reality has influenced consumer behavior, with cosplay content gaining traction. For instance, Rebecca Goodwin has seen and understood this. Not only has she built a strong mix of audiences across her TikTok and Instagram, she is tapping into this niche and space, by creating content that her audience want to see. She has created a space where her audiences get involved with helping the names of movies, what they would like to see and what she should create next.

The gaming revolution

Predictions about gaming's ascent in 2023 were on the money, with video games and characters dominating searches. Fortnite, Overwatch, and Minecraft claimed the top spots, with The Legend of Zelda experiencing a significant surge. The characters from these games became searching points, highlighting the intertwined relationship between gaming culture and consumer interests.

The UK perspective: OnlyFans Creators take the lead

Zooming in on the UK, OnlyFans creators and influencers, particularly Elle Brooke, are driving influence and engagement. Known for her presence on OnlyFans, boxing, and social platforms, Elle Brooke exemplifies the multifaceted appeal of creators in the UK. No matter what you think, the old age saying of ‘sex sells’ was very true in 2023 and continues into 2024.

We’re not saying, by any means you need to be on these platforms creating adult based content… far from it.

However, these Creators and platforms are having a direct impact on culture. Gen Z and Gen Alpha, are being born into the digital era, where they’ve either grown up with social media or only knowing it. It is a powerful tool with un-tapped access to pornography, “sex-ed” on TikTok (we use that term loosely), blogs and so much more. Currently 28% of Gen Z consumes media on OnlyFans… which we think is only going to grow.

Understanding the cultural pulse

While we know that not every brand may find a natural fit on platforms like Pornhub or OnlyFans, the underlying message is clear – understanding the cultural pulse is paramount. We’ve only taken a small part of this to report to highlight, but it demonstrates that platforms such as TikTok and OnlyFans are not just entertainment hubs but influential agents shaping the viewing and shopping behaviour of younger generations.

As interests evolve and even change, we advocate for brands to grasp the psychologic underpinnings of cultural events and consumer behaviour. We aren’t here for the quick trends and fads (although they play a part in the marketing mix), being specific, targeted, and having clear marketing tailored to your audience will undoubtedly lead to enhanced performance and growth.

So, we wanna know… What are your thoughts on this?

We want you to share your insights and perspectives.

Understanding the ever-changing landscape of consumer behaviour is a collective effort – let's decode the cultural pulse together! #RWCInsights2024

Have we peaked your interest? Let’s have a chat.